Noah Lerner, an SEO veteran with over 20 years of experience and Director of Innovation at Sterling Sky, joins to delve into critical thinking in SEO. He emphasizes the importance of structured, evidence-based decision-making while navigating the GA4 transition. Noah shares real-life insights on data-driven strategies and aligning SEO metrics with business goals. The conversation also highlights the role of automation and AI in enhancing efficiency, alongside the vital need for community support in the ever-evolving SEO landscape.